the president is doing a mediocre job, and the economy in my opinion is still the same as it was four years ago. >>> what's effective about that is that what governor romney has to do is persuade people who voted for president obama that they shouldn't vote for him again. if the attack is strong on his competence or strong on some facet of his leadership, the danger is people hunker down and defend their original vote. this situates the voter where the voter is right now, it says, "we license you to reject the incumbent." it's an ad that says, "let's make this a referendum. >> what about the pro-obama ad? what's the most effective ad they've run that is believable? >> i think the most effective ad that they have is on the air right now. it's capturing a small segment of the statement that governor romney made behind closed doors, not realized he was being taped, about the 47%. and it puts pictures of people who fall into that 47% on the screen and basically suggests that governor romney doesn't want to represent you and you and you. >>> mitt romney attacked 47% of americans who pay no incom